Beverage World - May 2008 - (Page 74) [SALES&MARKETING] GLOBALSHOP REVIEW BEVSOLUTIONS Promotional Playhouse From toying with technology to gaining maximum in-store exposure, GlobalShop 2008 had it all. By Jennifer Cirillo he latest in retail design and in-store marketing products and innovation was on display at GlobalShop 2008, which took place March 18-20 at Chicago’s McCormick Place West. This year’s show featured more than 8,000 new products and services from more than 900 exhibitors. For the beverage market, the show served as an opportunity to get a first-hand look at retail design trends, digital technology and in-store marketing techniques that contribute to increased visibility in a competitive playing field and an opportunity to intrigue consumers that may have, as they say, seen it all. But for the 15,000-plus attendees at the store design and visual merchandising conference, GlobalShop exhibitors let them know: they ain’t seen nothing yet. Airborne Above All Advertising, Inc.’s (San Diego, Calif., USA) Aire Vue Inflatable anywhere display system is a lightweight, durable, double-sided air-inflatable sign that replaces the traditional metal frame sign, reports the company. The A-shaped Aire Vue is available in two sizes and the advertising message is displayed on a fabric sleeve that covers the inflatable frame and can be secured by filling the base with water or by placing sand bags on the bottom, explains the company. abovealladvertising.net T Interactive Promotions GestureTek’s (Sunnyvale, Calif., USA) HoloPoint technology can be used in interactive promotions, like video games, where users are able to navigate on-screen multi-media presentations. At the Superbowl, Pepsi used HoloPoint’s gesture control capabilities to project a Pepsi logo onto a screen where the cursor, controlled through users’ movements, appeared in the shape of a football. As users moved the ‘football’ curser throughout the game they were exposed to aspects of the Pepsi Stuff Promotional Campaign. gesturetek.com Maximizing Space Spot Bulk Platforms from Benchmaster (Holly, Mich., USA) provides a mobile floorlevel merchandiser that helps achieve maximum versatility. For tight spaces and focal point displays, the company recommends the 24-inch-by-36-inch model. To build floor-to-ceiling window displays, the company suggests its 96-inch-by-36-inch model. structuralplastics.com Movin’ and Groovin’ Outdoor Enhancements Weatherproof POP’nSell is an enhancement to Outta the Box’s (Dayton, Ohio, USA) POP’nSell products that provide at-pump advertising, for example, to drive those filling up indoors to purchase a beverage. The wetstrength coupon pads, made from coated stock with four-color and spot color printing, are ideal for outdoor promotions, the company says. Another enhancement: the Dual Dispenser dispenses two coupons at once, which could be used for a rebate or website reference sheet. outtathebox.com Baird Display’s (Milwaukee, Wis., USA) Heineken Motion Display was created to draw attention to Heineken and its “Live the Music World” contest. A corrugate base supports a unique gear system that propels a cycle of three images that associate music with Heineken. Pin placements hold paperboard triangles that rotate in unison revealing one of three different images every 15 seconds. The display piece is driven by one battery operated motor. The innovation won a silver award at the POPAI Outstanding Merchandising Achievement (OMA) Awards. bairddisplay.com BEVERAGEWORLD.COM 74_BEVERAGE WORLD_MAY 2008 http://abovealladvertising.net http://structuralplastics.com http://gesturetek.com http://outtathebox.com http://bairddisplay.com http://BEVERAGEWORLD.COM
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